Core Insights - The article discusses the shift of leading players in live-streaming e-commerce towards offline retail as the online traffic dividend reaches its peak. Oriental Selection is initiating a nationwide expansion with a flagship store in Beijing, combining dining and retail in a 400 square meter space to enhance online and offline integration [1][7]. Group 1: Company Strategy - Oriental Selection is actively recruiting for store managers with high expectations for offline operations, emphasizing the need for extensive retail experience and management skills, particularly from candidates with backgrounds in chain brands like Convenience Bee and 7-11 [1]. - The flagship store's design includes a dining and coffee area, reflecting a strategic pivot towards food services and delivery, aiming to control the entire supply chain from warehousing to delivery, thus improving fulfillment efficiency [2]. - The company aims to replicate the success of "Fat Donglai," known for its high-quality products and customer loyalty, as a strategy to differentiate itself in a competitive e-commerce landscape [2]. Group 2: Market Trends - The trend of offline expansion is becoming essential for e-commerce players as competition intensifies online, with companies like "Jiao Ge Peng You" and "Mei Wan" also increasing their offline presence to leverage the experiential advantages of physical retail [4]. - The successful case of a merchant who transitioned from a high-return online store to a hybrid model of online and offline sales illustrates the potential of integrating both channels [4]. Group 3: Operational Challenges - The complexity of offline retail operations, including inventory management and service standards, poses significant challenges for Oriental Selection, which must develop a replicable standard operating procedure (SOP) for nationwide expansion [5]. - Balancing online traffic generation with offline customer acquisition while maintaining quality will be a core challenge for the company as it transitions from live-streaming to physical retail [6].
3万月薪急寻店长，东方甄选对标胖东来